| Foreword |
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viii | |
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| Preface |
|
x | |
| Acknowledgements |
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xii | |
| Introduction |
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1 | (2) |
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PART ONE Definition: what is shopper marketing? |
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3 | (76) |
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5 | (4) |
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02 Point of view on shopper marketing |
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9 | (4) |
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03 Shopper marketing: the discipline, the approach |
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13 | (8) |
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04 Seven steps towards effective shopper marketing |
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21 | (6) |
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05 Bringing shopper into category management |
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27 | (6) |
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33 | (6) |
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07 Illogic inside the mind of the shopper |
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39 | (6) |
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08 For shoppers there's no place like home |
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45 | (6) |
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09 The three shopping currencies |
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51 | (14) |
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10 The shopping motives of Chinese shoppers |
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65 | (14) |
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PART TWO Strategy: how to approach shopper marketing |
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79 | (124) |
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11 Connecting, engaging and exciting shoppers |
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81 | (6) |
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12 Tailing your shoppers: retailing for the future |
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87 | (6) |
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13 Retail media: a catalyst for shopper marketing |
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93 | (6) |
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14 Integrated communications planning for shopper marketing |
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99 | (6) |
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15 The conversion model for shopper research |
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105 | (6) |
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16 Internationalization of shopper marketing |
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111 | (6) |
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17 Ensuring your brand gets on the shopping list |
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117 | (8) |
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18 Bridging gaps: retail in the emerging Indian market |
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125 | (6) |
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19 The missing link: turning shopper insight into practice |
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131 | (6) |
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20 Capitalize on unrealized demand among shoppers |
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137 | (8) |
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21 Shopper promotions: what can marketers learn from price discounts |
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145 | (10) |
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22 Marketing as a crucial part of retailer partnership |
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155 | (6) |
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161 | (8) |
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169 | (6) |
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25 Shopper marketing's true potential |
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175 | (6) |
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26 Putting the shopper in your shopper marketing strategy |
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181 | (22) |
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PART THREE What is shopper marketing in action? |
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203 | (74) |
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27 Improving shopper marketing profitability with innovative promotions |
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205 | (6) |
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28 The circle of shopper marketing mechanization |
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211 | (8) |
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29 Nestle Rossiya, Russia |
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219 | (6) |
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30 Connected shoppers are here, now - but how do you connect with them? |
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225 | (10) |
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31 Tesco Fresh & Easy, USA |
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235 | (6) |
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32 Shopper-oriented pricing strategies |
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241 | (6) |
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33 Packaging can be your best investment |
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247 | (8) |
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34 The real power of brands in the digital world: what marketers must know about the online shopping decision process |
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255 | (8) |
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35 `Too many choices' - and their implications for package design |
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263 | (6) |
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36 Maximizing ROI of package promotions |
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269 | (8) |
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| Index |
|
277 | |
